Carling has launched a Christmas on-pack promotion, offering consumers £10 off and free delivery (worth £4.95) at Giftcave.com with every transaction over £40.

Mid and large packs of Carling, Carling British Cider and Carling Zest will include a unique code entitling consumers to £10 off a purchase at Giftcave.com. After purchasing one of over 10 million promotional packs, consumers can enter their URN code on the Giftcave.com website to redeem the offer.

To support the promotion and drive social engagement, Carling will be decorating its Carling lager cans (mid and large packs only) with a range of 24 Christmas ‘stereotype’ characters, including ‘The Mistletoe Lurker,’ ‘The Knitwear Ambassador,’ and ‘The King of the Pines.’

Consumers can take photos of friends and relatives that best fit each of the characters on the can, and then share these on Facebook and Twitter, using the hashtag #CarlingChristmasSnaps. Every week, the best photo entries will win a range of prizes. entires are open from 1 November and close on 31 December.

The on-pack promotion, which will run from October until December 2015, will be supported by POS material. Consumers can redeem the Giftcave.com codes from September until 30 April 2016.

Jim Shearer, Carling brand director at Molson Coors, said: “Carling prides itself on being the brand that understands and delivers against key British moments that matter. By creating promotions that deliver added value for our customers and surprise and delight our consumers, we hope to drive long-term sustainable growth of the lager category.

“Christmas is a key moment in our calendars and a time when families and friends come together to celebrate. We hope that our promotion will go some way to spreading some pre-Christmas cheer.”